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Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising
Frank Baker: Media Educator Frank Baker: Media Educator August 19, 2008August 19, 2008
www.pbs.org/vote2008www.pbs.org/vote2008
www.ciconline.com
Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising
Some givens:Some givens:
Candidates need the mediaCandidates need the media
Candidates try to control their Candidates try to control their imageimage
McCain, Aurora CO July 30, 2008McCain, Aurora CO July 30, 2008
Candidates depend on media consultants
Candidates depend on Candidates depend on media consultants media consultants
Source: Robert Arial
Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising
Some givens:Some givens: Fundraising Fundraising $$$$= purchasing TV time = purchasing TV time
for adsfor ads Political ads resemble traditional adsPolitical ads resemble traditional ads New media (YouTube; Facebook; etc.) New media (YouTube; Facebook; etc.)
effective at reaching young voters and effective at reaching young voters and raising moneyraising money
Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising
Some givens:Some givens:
In today’s media saturated world,In today’s media saturated world,the life of any 30 second TV spot the life of any 30 second TV spot lives on, online AND as newscasts lives on, online AND as newscasts and pundits review them and pundits review them continuouslycontinuously
Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising
““When we study commercials When we study commercials ….we talk about the issues and ….we talk about the issues and the quality of the message…it’s the quality of the message…it’s not just about political ideology, not just about political ideology, it’s also about the art of it’s also about the art of creating a persuasive creating a persuasive message.”message.”
Source: Illinois High School teacher
Source: Gallup USA Today
Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising
IMPORTANT FACTIMPORTANT FACT
Political ads are considered Political ads are considered “free speech” and thus are not “free speech” and thus are not subject to any requirements that subject to any requirements that they “tell the truth” so, in effect, they “tell the truth” so, in effect, these ads contain many these ads contain many unsubstantiated claimsunsubstantiated claims
Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising
“ “ The thing to remember about The thing to remember about these ads is that they cost a these ads is that they cost a fortune…and it raises the cost of fortune…and it raises the cost of campaigns, and the money campaigns, and the money (raised) comes overwhelmingly (raised) comes overwhelmingly from the wealthiest handful of from the wealthiest handful of Americans.”Americans.”
Source: Media Critic Robert McChenseySource: Media Critic Robert McChensey
Primary Ad SpendingPrimary Ad Spending
IOWAIOWA SCSC FLORIDAFLORIDA OHIOOHIO
RomneyRomney $7.9 M$7.9 M $0.9M$0.9M
McCainMcCain 00 $0.45M$0.45M $1.9M$1.9M
ClintonClinton $2.3M$2.3M
ObamaObama $8.3 M$8.3 M $4.4M$4.4M
Source: Meet The Press, 8/3/08Source: Meet The Press, 8/3/08
Battleground StatesBattleground States
Colorado NevadaColorado Nevada
Iowa OhioIowa Ohio
Michigan PennsylvaniaMichigan Pennsylvania
Missouri Virginia Missouri Virginia
North Dakota West VirginiaNorth Dakota West Virginia
New Hampshire WisconsinNew Hampshire Wisconsin
New MexicoNew Mexico North Carolina North Carolina Georgia Georgia
SC TV MarketsSC TV Markets(ranked by size)(ranked by size)
# 26# 26 Charlotte NCCharlotte NC 1,045,2401,045,240
# 36# 36 Greenville, Spartanburg, Greenville, Spartanburg,
Asheville NC, AndersonAsheville NC, Anderson 826,290826,290
# 83# 83 ColumbiaColumbia 377,940377,940
# 97# 97 Savannah GASavannah GA 298,130298,130
#100#100 CharlestonCharleston 290,110290,110
#105#105 Florence/Myrtle BeachFlorence/Myrtle Beach 272,340272,340
#114#114 Augusta GAAugusta GA 247,450247,450
#136#136 Wilmington NCWilmington NC 174,170174,170
Questioning the MessageQuestioning the MessageAnd The MessengerAnd The Messenger
Media Literacy’s 5 Core ConceptsMedia Literacy’s 5 Core Concepts All messages are constructedAll messages are constructed
Messages are constructed using Messages are constructed using languages with their own set of ruleslanguages with their own set of rules
Messages: values and points-of-viewMessages: values and points-of-view Different people see the same Different people see the same
message differentlymessage differently Media: power and/or profitMedia: power and/or profit
Questioning the MessageQuestioning the MessageAnd The MessengerAnd The Messenger
Critical thinking/viewing questionsCritical thinking/viewing questions
Who created the message? (author)Who created the message? (author) Why was it made? (purpose)Why was it made? (purpose)
For whose eyeballs? (audience)For whose eyeballs? (audience) Using what methods/Using what methods/techniquestechniques??
Who, what is omitted/why?Who, what is omitted/why?
Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising
the use of complementary colors the use of complementary colors ((redred, white and blue, for example) to , white and blue, for example) to promote a sense of patriotismpromote a sense of patriotism
props, such as desks, planes, podiums props, such as desks, planes, podiums and people to connote action, power, and people to connote action, power, authority and warmthauthority and warmth
symbols, such as children and flags to symbols, such as children and flags to imply patriotism and caringimply patriotism and caring
Source: The People’s Choice: Digital Imagery and the Art of PersuasionSource: The People’s Choice: Digital Imagery and the Art of Persuasion
Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising
certain types of clothing to connote certain types of clothing to connote strength or authoritystrength or authority
music and sound to provide a certain music and sound to provide a certain type of ambience or moodtype of ambience or mood
superimposed words to emphasize the superimposed words to emphasize the speaker’s wordsspeaker’s words
code words to provoke reflexive, almost code words to provoke reflexive, almost visceral, viewer reactionsvisceral, viewer reactions
Source: The People’s Choice: Digital Imagery and the Art of PersuasionSource: The People’s Choice: Digital Imagery and the Art of Persuasion
Understanding Political Understanding Political Campaign AdvertisingCampaign Advertising
COLORSCOLORS
PROPSPROPS
PEOPLEPEOPLE
SYMBOLSSYMBOLS
CLOTHINGCLOTHING
MUSICMUSIC
SUPERIMPOSED WORDSSUPERIMPOSED WORDS
CODE WORDSCODE WORDS
Types of Political AdsTypes of Political Ads
NegativeNegative - One candidate portrays - One candidate portrays the other in an unfavorable light. the other in an unfavorable light.
Warm and FuzzyWarm and Fuzzy - Candidates - Candidates make the viewer feel good about make the viewer feel good about the country or his/her campaign. the country or his/her campaign.
HumorousHumorous - Candidates elicit a - Candidates elicit a laugh or smile from the viewer.laugh or smile from the viewer.
Types of Political AdsTypes of Political Ads
ScaryScary - Candidates evoke images - Candidates evoke images of fear (usually combined with a of fear (usually combined with a negative ad). negative ad).
AdvocacyAdvocacy- advocates for/against - advocates for/against an issue/personan issue/person
The Role of Media In PoliticsThe Role of Media In Politics
AdsAdsAppeal toAppeal toEmotionsEmotions
Not IntellectNot Intellect
Techniques of Techniques of PersuasionPersuasion
Testimonial AdTestimonial Ad
Techniques of Techniques of PersuasionPersuasion
TransferTransfer
Techniques of Techniques of PersuasionPersuasion
Appeals to FearAppeals to Fear
Types of Political AdsTypes of Political Ads
““Morning In America” Morning In America”
Candidate: Ronald Reagan (R)Candidate: Ronald Reagan (R)
Year: 1984Year: 1984
Types of Political AdsTypes of Political Ads
““Daisy”Daisy”
Candidate: Lyndon Johnson (D)Candidate: Lyndon Johnson (D)
Year: 1964Year: 1964
Types of Political AdsTypes of Political Ads
““Revolving Door”Revolving Door”
Candidate: George HW Bush (R)Candidate: George HW Bush (R)
Year: 1988Year: 1988
Types of Political AdsTypes of Political Ads
““Bear In The Woods”Bear In The Woods”
Candidate: Ronald Reagan (R)Candidate: Ronald Reagan (R)
Year: 1984Year: 1984
Types of Political AdsTypes of Political Ads
““3 AM”3 AM”
Candidate: Hillary Clinton (D)Candidate: Hillary Clinton (D)
Year: 2008Year: 2008
Types of Political AdsTypes of Political Ads
““Country I Love”Country I Love”
Candidate: Barack Obama (D)Candidate: Barack Obama (D)
20082008
Techniques in AdsTechniques in Ads
MusicMusic
Clip courtesy Comedy Central With Jon Stewart
Ad Watch/Fact-Reality ChecksAd Watch/Fact-Reality Checks
Source: New York Times/ June 20, 2008
Ad Watch/Fact-Reality ChecksAd Watch/Fact-Reality Checks
Ad Watch/Fact-Reality ChecksAd Watch/Fact-Reality Checks
Country I Love
Wisconsin TV Wisconsin TV StationStation
Reality Check News Segment
Questions/EvaluationsQuestions/Evaluations